| Title | THOSE QUIRKY RIDERS: IN CENTRAL TAIWAN |
| Brand | TOKIO MARINE NEWA INSURANCE |
| Product / Service | MOTORCYCLE INSURANCE |
| Category | A03. Online: Fiction & Non-Fiction |
| Entrant | INSPIRE ADVERTISING Taipei, CHINESE TAIPEI |
| Idea Creation | INSPIRE ADVERTISING Taipei, CHINESE TAIPEI |
| Production | INNOVATION FILMS Tapei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Peggy Hsieh | Inspire Advertising | Executive Creative Director |
| Joni Chou | Inspire Advertising | Associate Creative Director |
| Frankie Chen | Inspire Advertising | Copywriter |
| SHEN,YI-QUAN | Innvate Films | Director |
| Kimmy Liao | Innvate Films | Producer |
| Edward Tai | Inspire Advertising | Account Director |
| Daphne Yu | Inspire Advertising | Account Director |
| Tony Chang | Inspire Advertising | Account Director |
| Iris Chang | Inspire Advertising | Senior Account Executive |
| Phoenix Yu | Inspire Advertising | Account Executive |
Dramatize the most seen traffic violations across Taiwan in a humorous way.
CREATIVE RATIONALE: 2. Solution/strategy The age of motorcyclists is relatively younger, who are Internet heavy users. Meanwhile, we found out that people in Taiwan prefer to compare and observe the behaviour from different areas, then to classify them. As a result, we classify the specific scooter driving behaviours from northern, central, and southern as the script of this video to attract Internet users’ attention. Combined popular saying with the feature of local areas, from the motorcycle shop owners’ viewpoints, they try to tell motorcyclists to drive safe and accidents happen all the time and it is more protective of conducting compulsory insurance from the talk of the specific driving behavior of motorcyclists.
We released 3 videos on Youtube as a campaign and reached over 2 million views. The Internet users not only share it on their Facebook, but also reply it and tag their own friends to create more shares, which also cause many discussion and share on PTT forum. In addition, the news on TV and printed media also report the series of this video, and make the nature share within the public, which increase the awareness of Tokio Marine NEWA, even online users post they would like to view “Those quirky riders: In Eastern Taiwan”?
We strengthened the brand relevance Brand-Specific leadership among young people among 18-24 years-old, the basic group in Taiwanese’s motorcyclist. we created “Those Quirky Riders” campaign revealing the most seen traffic violations across Taiwan in a humorous way.
The age of motorcyclists is relatively younger, who are Internet heavy users. Meanwhile, we found out that people in Taiwan prefer to compare and observe the behaviour from different areas, then to classify them. As a result, we classify the specific scooter driving behaviours from northern, central, and southern as the script of this video to attract Internet users’ attention. Combined popular saying with the feature of local areas, from the motorcycle shop owners’ viewpoints, they try to tell motorcyclists to drive safe and accidents happen all the time and it is more protective of conducting compulsory insurance from the talk of the specific driving behavior of motorcyclists.